Peru Moda 2012
Peru Moda 2012
 

02 May. 2012

PERU MODA REACHES OUT TO EUROPE AND LATIN-AMERICAN TRADERS

Last week we headed south to Peru, which has become a mecca for fashion and textile production as well as a great source of inspiration. From April 26 to 28, Jockey Plaza in Lima hosted the 15th edition of international textile trade show Peru Moda as part of the country’s strategy to further develop its garment industry. Considered one of the most important fashion events in Latin America and Peru’s main fashion industry happening, the three-day fair showcased the best of the Peruvian fashion export offer and generated contacts and business with traders in the clothing, footwear, jewelry and accessories sectors. 

Organized by the Peruvian export promotion agency Promperu, this year's edition gathered about 450 exhibitors and the participation of international brands such as as Cacharel, Perry Ellis, Ralph Lauren, Guess and El Corte Inglés. Luis Torres Paz, Director of Exports for Promperu, reported, “Last year we generated about 80 million dollars and we expect to go up by 10% this year. We've increased the participation of regional companies by 15% and placed a focus on European and Latin-American traders.” Jose Luis Silvia, minister of foreign trade, added, “Peruvian products are increasing in number in places like Brazil, Mexico and Europe. That’s why many delegations of traders are arriving this year not only from those countries but also from places like Japan, Korea and Denmark.”

One of Peru’s biggest draws is arguably its cotton.
One of Peru’s biggest draws is arguably its cotton.
One of Peru’s biggest draws is arguably its cotton and alpaca fibers, which are top-quality and compete on the international market with fibers as exquisite as cashmere and mohair. The brightness and softness of Peruvian Pima cotton has turned the country into a coveted resource for the textile industry and has given rise to excellent garments, creativity and high-quality design. International brands, including Hugo Boss, Abercrombie&Fitch, Adidas, Ralph Lauren, American Eagle, Desigual, Custo Barcelona, The North Face, Zara, Edun and Tommy Hilfiger, are already manufacturing their collections with Peruvian companies. 

Smaller labels also appreciate the country’s treasures and have started visiting Peru Moda. Danish designer Henrik Vibskov, for example, gave a lecture at Lima University during the fair. Before heading back to Berlin to promote his new book release, he commented, “It is my first time in Peru. I'm looking into possible logistics and what qualities and fabrics they have here. So far we produce in many different places, from Portugal to China, but plan on stopping that and focusing more on one place. The custom-free aspect is definitely a plus for Peru, especially compared to the current 12% in Denmark. I’ve seen a few good things, but the logistics are often the most difficult thing.” 

Sebastian Daus, owner of German scarf label Plomo o Plata and Daus Fashion Distribution, made his way to the sunny south as well. He said, “I was very curious about the often praised Peruvian textile industry and came here to source new production possibilities. Amongst good prices, professional production and communication standards, scalability regarding smaller quantities is key for us in doing business. So far, my brand produces mainly in Italy and India. At Peru Moda, I’ve seen a few things that I liked quality-wise. Now I have to check the conditions and see what will be possible.“ 

Apart from its national trade show, the country also travels to strengthen its global stance and to promote these activities by visiting international markets and fairs including Prêt à Porter Paris, Las Vegas Magic, Copenhagen Fashion Fairs and Modefabriek Amsterdam, while also moving on to Berlin in July of this year. Lucia Vargas Machucha, Apparels Specialist at Lima's Chamber of Commerce, added: “We are sending a delegation of our top five companies to Berlin’s main fairs and providing special seminars for them about the market plus a planned get together with important German fashion labels. We want them to connect with buyers, grow with their own labels and find any production possibilities. Within Europe, Germany is our biggest market, followed by Italy and France.”

But Peru has yet another asset ripe for export: young Peruvian designers are being promoted and supported by fashion shows as well as the “Young Creators to the World” contest organized by Promperu and sponsored by Custo Barcelona. The competition was held for the 8th time during this year's Peru Moda with participants from the most renowned local schools selected by a jury panel to present their creations on the catwalk. Additional conferences by international designers as well as the 2nd edition of LIF, Lima Fashion Week – happening a few blocks away – rounded out the fair. The next edition of Peru Moda is scheduled to run in April 2013.
Karin Leiberg

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